Many, many years ago I traveled to North Carolina in order to attend a wedding. It was my first time in America’s south and I felt an instant fondness. The food, biscuits and gravy, chicken fried steak, collard greens, pimento cheese, etc. tickled my palate. The temperature, a balmy 80 degrees with much humidity, made me feel like I was wading through a tasty soup. The architecture, racist but purty. And the charm, very real, seemed right out of a late-1970s television program.
All wonderful (save the racist bit).
Before the big day, anyhow, the groom and his men sat in an antebellum parlor, sipping Bud Light and enjoying a NASCAR race. Now, I was aware of the motorsport, of course, but had never take the time to understand it as anything more than a counter-clockwise snooze. The subtleties, which I had never looked for, were explained to me in kind drawl and, though I didn’t become a fan, understood how it was possible.
So, unlike you, I am less surprised by Hurley’s recent collaboration with the National Association of Stock Car Auto Racing on exciting surf trunks and jackets.
Per the press release:
“Hurley is one of the most influential brands in the world when it comes to action-sports and beach apparel,” said Megan Malayter, NASCAR managing director of licensing and consumer products. “As two companies who were born on the beach, we’re thrilled to be collaborating with Hurley to bring this exclusive Hurley x NASCAR collection to fans in 2023.”
Hurley was founded in Huntington Beach in 1999 on the principle of empowering and fueling the voice of the next generation. Through the lens of inclusion, Hurley has partnered with the world’s best surfers, skateboarders, snowboarders, musicians and artists, and is an iconic global youth culture brand with roots sunk deep in beach lifestyle.
“We’re excited to bring the Hurley energy that has solidified its stake in surf, snow and skate to a new audience through the Hurley x NASCAR collection. Racing and surfing take dedication, commitment and drive and have many of the same key attributes. We have fused the two as one in the latest Hurley x NASCAR collection while taking our brand trackside,” said Ralph Gindi, COO and co-founder of Bluestar Alliance, parent company of Hurley.
Did you know that Hurley was one of the most influential brands in the world? Me neither but, in any case, do you think the clothing will be on display at the upcoming World Surf League Championship Tour stop the Hurley Pro Sunset Beach or do you think that Head of Tours Jessi Miley-Dyer and gang will steer clear of NASCAR’s spotty past plus various questions re. mass pollution?
Exciting times.
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